MASAJ’s Commitment to Queer Wellness
Healing in a City That Never Stops
In a city that rarely slows down, finding space to feel grounded, affirmed, and held shouldn’t be a radical act. But too often, for queer people, it is. At MASAJ, we’re changing that.
Since day one, we’ve been focused on transforming London’s self-care scene, breaking down barriers of clinical coldness, wellness fluff, and exclusion. We’ve built studios that are designed to be a sanctuary for every body, and that means every body. For LGBTQIA+ guests, our commitment to inclusive, affirming care is not a seasonal campaign or surface-level pledge. It’s a foundation we’re always building on.
Belonging is at the heart of what we do, and individuality is honoured in every treatment, because no two people are the same. From the moment you arrive, our intention is simple: that you feel seen, valued, and truly welcome. We don’t just ask your name; we ask how you want to be cared for. Then, we adapt because you know your body best, and we’re here to listen.
What It Feels Like to Be Held at MASAJ
For queer clients, the experience of care begins before you even arrive. It’s in the way we introduce ourselves, with names and pronouns, creating space for you to share yours, without pressure or expectation. It’s in the way we read your consultation form carefully, so we can honour your identity without assumptions or missteps. And it’s in the tone of every interaction. Clear, warm, and human.
“Massage isn’t just physical,” says Iva (she/her), a MASAJ therapist. “It’s emotional. Holding space means allowing someone to fully arrive as themselves — without explanation or apology.”
Therapists at MASAJ are trained to listen, not just with their hands, but with their whole presence. Whether it’s using gender-neutral language, offering choice around emotionally sensitive areas, or adjusting pressure and pace in response to body cues, we let the client lead. Every session is a collaboration built on trust.
For Jan (she/her), another MASAJ therapist, that trust starts with something simple but powerful: “Understanding that each person is unique and embracing everyone’s differences, abilities, beliefs and preferences… Being present, emotionally intelligent, and without judgment.”
Training That Goes Beyond the Basics
Inclusive care doesn’t happen by accident. That’s why our therapist training goes deep. Our internal workshop Holding Queer Guests covers the foundations of trauma-informed bodywork, the nuances of gender-affirming care, and the realities of the Queer Wellness Gap.
“Kars (he/they) developed this training for MASAJ based on their deep understanding and research into the queer wellness gap,” says Helen (she/her), Training & Development Manager. “Our guests deserve practitioners who truly understand — who can hold space and create environments that are safe and non-judgemental, and where everyone feels seen, supported and able to fully relax as themselves.”
Our therapists explore nervous system co-regulation, practice grounding techniques, and learn how to adapt sessions dynamically. The goal is not perfection; it’s continuous growth, reflection, and accountability.
The Queer Wellness Gap Is Real
Wellness has often excluded queer people, from binary booking systems to microaggressions in treatment rooms. The industry still treats straight, cisgender, able-bodied people as the default. At MASAJ, we’re actively working to dismantle that.
When everyone, regardless of gender identity or orientation, can show up as themselves without fear or judgment, that’s when true healing begins.
Born From Burnout: A Brand With a Mission
Founded in 2016 to challenge the idea that massage is a luxury, MASAJ was born from lived experience of burnout, disconnection, and being unseen in traditional workspaces. Scarlet and Alice, our co-founders, created MASAJ not just as a business, but as a cultural shift: a space where wellbeing is built on trust, not trends.
“I truly believe that bodywork can change your life—really, fundamentally—within my soul believe it.” — Scarlet Amies, MASAJ Co-Founder
This belief runs through everything we have built MASAJ to be. It’s not just about delivering expert treatments; it’s about creating spaces where humans, both guests and therapists, feel genuinely held. Safe. Seen. Connected.
Representation in the Room
We believe in the power of representation. That’s why we intentionally build a team that includes diverse identities, including LGBTQIA+ voices, and empower them to shape the future of MASAJ. True diversity isn’t just about numbers; it’s about fostering a workplace where everyone feels safe and valued. Working every day to ensure people feel truly safe at work, and in the rooms they hold.
Always Evolving
Our Diversity, Inclusion and Belonging group meets regularly to review, challenge, and improve our practices. We’re not perfect, but we’re committed to the work. Feedback from guests is taken seriously. We hold ourselves accountable, and we grow.
“If we’re going to transform wellness, we have to stay uncomfortable,” says Alice Vaughan, MASAJ’s co-founder. “And we’re more than up for that.”
Want to Be Part of It?
If you’ve ever felt like massage wasn’t for you, if you’ve been made to feel unseen or unsafe in wellness spaces, MASAJ is here to change that.
We welcome feedback. We welcome curiosity. And most of all, we welcome you.
